Here's Why Your Paid Advertising Isn't Working

I’ve heard many founder’s describing their poor performing advertising campaigns across PPC & paid social, here I uncover why your campaigns may be suffering too

You’ve Hired a Fly-By-The-Night Agency

Let’s be honest, there are so many digital agencies now offering SEO, PPC and paid social services.

With advertising technology being so ‘easy’ to use, pressing play on a campaign isn’t hard at all.

I’m guessing, your poor results could be the result of key team members probably never working in-house within a retail environment.

Therefore, they actually don’t understand how to sell within retail cycles or how to talk to and engage with your core audience base.

This experience is vital when markets are very competitive - you really need to know how to create an effective campaign strategy ahead of actioning any spend.

And finally, they have no real understanding of brand or audience and have never created collateral or campaigns from the ‘ground up’

Having creative experience is vital when deciding upon what advertising creative to use and how this is best placed to present your brand, whilst attracting new customers and clients.

If You’re Based Within the Premium or Luxury Markets, You Need Experts Who Understand This Audience Base

They’re clever and they have disposable cash to invest in their homes or lives, which means they don’t need to be loyal to any brand or service-based business.

Approaching this audience demographic as you would ‘mass market’ simply doesn’t work. And many agencies with in-experienced staff think they can do just this.

You need to work with a team who understand and appreciate this lifestyle and their daily working and family lives.

You Haven’t Updated Your Branding

All companies need to update their brand or regularly adjust and refresh branding, collateral and messaging, in order for advertising to be effective.

This is especially true of your home page - I still see too many websites who’s homepages are not being updated on a regular basis.

Ensure your creative actually really creative!

Promote the ethos of your brand, with attractive creative and clear CTA’s. Perfectly align your advertising with wider seasonal, fashion and cultural trends, whilst maintaining your heritage and premium brand positioning.

Your Organic SEO & Backlinks Suck

The power of your organic SEO, isn’t always to down to agencies, although they should offer support as part of any core advertising campaign.

Researching and writing blog posts and regularly updating them according to the actual search intent of your clients, is key alongside writing about wider industry trends.

Updating your backlinks via regular PR and communication campaigns, helps to drive organic traffic to your website, it works as consumer proof of your reputation and relevancy, whilst also being able to be used in-conjunction with your advertising campaigns.

Your Creative Has No Clear CTA

Within this market, you can’t just run ads with ‘pretty pictures and products’ you have to integrate campaigns with clear CTA’s to encourage and invite engagement.

Rewarding prospective new clients or potential customers too, is a powerful mechanic to help drive conversion.

You Have No Clear Budget Planning

Switching campaigns ‘off and on’ just doesn’t work.

You need to keep the algorithms happy and maintain a constant level of ‘spend’ across paid social and PPC.

Therefore plan your budgets accordingly and ensure results are being monitored and any lead generation emails are being followed up in-house as part of your wider new business strategy.